It was hard to miss all the fuss if you were shopping near M Street and Wisconsin Avenue Saturday. The vocal stylings of the Georgetown University Phantoms a capella, the cheering of the crowds for the fruitcake eating contestants and the occasional barking from Lucky Dog pups drew in shoppers for the Merriment in Georgetown kick-off event.

A stage and gourmet hot chocolate stands took over the PNC parking lot for the event organized by the Georgetown Business Improvement District.

The team of Kelly Collis and Tommy McFly from 94.7 Fresh FM helped keep the day lively, announcing the fruitcake eating contest and introducing performers for live band karaoke with the HariKaraoke Band.

Jay Gorman, 25, was the winner of the fruitcake-eating contest. Gorman dominated the field of nine competitors, finishing his entire piece of fruitcake in less than the allotted two minutes. He won a $50 gift card to Clyde's and the other contestants each received a certificate for a cupcake from Sprinkles just for trying.

Saturday was just the start of 12 days of planned special events and sales in Georgetown before the holidays. Georgetown shops and restaurants will offer discounts and holiday offers through December 20.